If you happen to be in New York this month then it’s well worth a trip to Manhattan’s Herald Square at 885 6th Ave and 32nd Street. There you will find a rather unique display that consists of technology you’d typically expect to find in a train station.

TNT have got a new crime show coming out called Perception where the lead character can see hidden messages that help him solve cases. In order to promote the show they turned to Breakfast, known as “custom tailors of the tech world” to come up with a novel, interactive advertisement for it. The end result is nothing less than spectacular.

Breakfast took the ageing flip disc displays you find in train stations or on the front of buses and brought it bang up to date. They did this by increasing the rate at which they can flip between a black and white display element by 15x. They also increased the size of the display to 23 x 12 feet, meaning it consists of 44,000 independently controlled dots that act like pixels.

That alone was enough to produce a very impressive, if noisy new display, but they didn’t stop there. Cameras track anyone standing in front of the display and project them on to it in real-time. Their movements help clear the board of characters to reveal hidden messages linked to Perception.

Everything about this display is custom built, and it takes a small army of people to ship and install it at a location. But after watching the three videos we’ve included here I think it was well worth the effort and time it took to create.